FreeWheel Releases Next Generation, Cross-Platform Addressable Technology to Unify Linear TV and Digital Video Advertising
New technology allows sellers to dynamically “split” impressions from a single linear TV spot in real time across multiple advertisers, improving efficiency and opening up scale for advertisers.
FreeWheel’s audience addressable technology is an important innovation for both FreeWheel and the industry as a whole. This release marks the first time a company has been able to offer true, multiplatform, addressable audience targeting across all screens, including linear TV, using FreeWheel technology.
“At FreeWheel, we’re dedicated to making the TV buying process simpler, and in many cases, that means making it more like buying digital,” said
FreeWheel’s new technology allows advertisers to execute audience-level addressable targeting on a traditional linear (QAM) set-top box using real-time ad decisioning and consistent with privacy obligations, opening up a broader range of available impressions. Previously, addressable TV campaigns would only use a portion of targeted impressions from a given ad avail; the remainder would generally be used for promotional spots, PSAs, or direct response advertising. Or, in some cases, if the unused impressions fit the desired criteria, they could be scheduled for another advertiser. With this new audience addressable solution, the addressable campaign is executed from one platform with a single unified decisioning engine—FreeWheel’s MRM platform—that can make the most informed ad decision for an advertiser’s business, taking into account yield and business rules.
“This new solution delivers addressable, cross-platform campaigns on both digital and linear screens, fulfilling true video unification,” said
For inventory owners like Comcast and Charter, FreeWheel’s addressable technology provides the ability to deliver deduplicated reach to advertisers and opens up additional impressions for possible use in other addressable campaigns, a benefit when targeting specific audience segments. For advertisers, this improves their ability to reach more customized audiences and measure overall performance results for their cross-platform TV and video campaigns.
“This solution will enhance our ability to deliver target audiences in a more unified fashion across linear and streaming TV,” said
While Comcast and Charter are the first inventory owners to offer this technology to their buyers, it will be available to other MVPDs later this year.
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